Determining differential preferences of two fluoride mitigation options: a behaviour change field study

In the Ethiopian Rift Valley, 8.5 million people depend on water sources with excessive fluoride. In one rural village, a fluoride-removal community filter was implemented; a personalized reminder was distributed to change people’s behavior and increase the usage of the in-village community filter. During this promotion phase, an alternative fluoride-removal option was installed in a neighboring village. This study examines psychological factors that explain the differences in preference between the two options and their influence on the usage of the different sources. In addition, the effectiveness of the applied behavior change technique, a personalized reminder, was analyzed. The results showed that the better the taste, the lower the effort and the lower the costs for using the in-village community filter are perceived. Moreover, it was found that the personalized reminder also had a positive effect on the usage of the in-village mitigation option.